Deepening the Well: How Analytics is Driving a $172 Billion IT Spending Surge
2026 will be a growth year for Australian partners, but getting there means embracing data and analytics, according to a new Westcon-Comstor report.
Partners are looking to existing customers to drive growth in 2026, a new report from distributor Weston-Comstor has found.
The report, which surveyed 500 partners in Australia and four other countries, discovered partners will invest in data-led opportunities to unlock this growth.
However, Weston-Comstor Australia managing director, Phil Cameron said the targeting of existing customers for growth doesn’t indicate a flattening market.
“What we’re seeing is a shift in strategy, rather than a slowdown,” Cameron said.
According to Cameron, partners are looking to increase value per customer through smarter, analytics-driven services, resulting in a sustainable, margin-enhanced growth, rather than a flattening of opportunity.
Research from Gartner bears out Cameron’s assertion the Australian market isn’t flattening or contracting, finding local IT spending is expected to reach just over $172 billion this year.
Domestic spending is being led by expenditure on data centre systems, a market expected to grow by 22.5 percent this year, and software, where growth is anticipated to be 13.6 percent, up from 11.3 percent in 2025.
The one spot Garner found where growth is down on 2025 is in the devices category at 6.6 per cent in 2026 compared to 7.4 per cent in the year prior.
Despite this, topline device expenditure still represents a net increase over the next twelve months, possibly driven by AI demand-driven memory price hikes caused by shortages in the supply chain.
Embracing data opportunities
Cameron defines the data-driven analytics described in the report as simply harnessing raw data and turning it into actionable insights. Almost a third of Australian partners, he said, see data as one of the most promising revenue streams emerging from digital transformation, explaining why it’s such a priority for so many partners.
The next phase for data-driven analytics, he said, is deriving real-time insights from the data.
“Real-time data will result in highly personalised, timely campaigns, fast response to customer actions, and ultimately improving customer experience and partner operational agility,” Cameron explained.
“Being able to pivot based on what the data is telling you is very important.”
The question for partners is whether they need to make additional investments to take advantage of real-time data insights. Cameron said this is the case, but the investments are targeted rather than being wholesale changes.
Things like analytics platforms, data storage and integration tools are key, along with predictive engines and AI capabilities.
“Skills matter too, whether that’s building internal expertise or tapping into channel support,” he noted.
“These investments help partners unlock the full potential of their data without overcomplicating their operations.”
Which is where AI enters the picture. Partners are using AI to move beyond reporting what has happened to predicting what might happen and suggesting next steps.
“For us, it’s about using AI in ways that are most practical, like prioritising leads or spotting patterns that might otherwise have been missed,” he added.
Ultimately, Cameron said, partners are embracing data analytics to deepen their relationship with existing customers though upselling and cross-selling.
“Analytics also uncovers new opportunities and fresh segments,” he added. “So, while profitability per account is a priority, partners aren’t ignoring new customers.
“They’re simply approaching growth in a more strategic, data-informed way.”